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Tag: ASICS

  • Agilitas Sports acquires India’s BIS-Licensed Mochiko shoes

    Agilitas Sports acquires India’s BIS-Licensed Mochiko shoes

    Mumbai: Agilitas Sports, innovation-led sportswear and Athleisure solutions platform, co-founded by Abhishek Ganguly, ex-MD, Puma (India & South-East Asia), has in a significant move, announced the acquisition of Mochiko Shoes Pvt Ltd, India’s largest sports footwear manufacturer for the domestic market.

    “This acquisition augments Agilitas’ value proposition, by strengthening our supply chain in the rapidly growing sports footwear market. Mochiko’s manufacturing capabilities, operational excellence and strategic partnerships with leading global giants position us to address the government’s clarion call to ‘Make in India’, and to cater to the rising aspirations of an economic superpower, with the largest youth population”, said Agilitas Sports CEO & co-founder Abhishek Ganguly.

    Established in 2008, by Virender Awal and a co-founding team of five members, Mochiko Shoes registered a revenue of Rs 642 crore in FY2023 and is estimated to grow by 30 per cent, year-on-year (Y-o-Y).

    Mochiko Shoes Pvt. Ltd. founder & CEO Virender Awal spoke about the acquisition, “Joining the Agilitas family propels our ambitions. We are now poised to enhance long-term investments, addressing the soaring demand in the Sports and Athleisure footwear sector. We envision multi-fold and multifaceted growth in our business over the next five-six years, adding jobs and livelihood.”

    Today, Mochiko Shoes is a manufacturing partner to leading international brands, such as Adidas, Puma, New Balance, Skechers, Reebok, Asics, Crocs, Decathlon, Clarks, US Polo, among others.

    With fully integrated, end-to-end manufacturing capabilities, Mochiko is the first sports footwear manufacturer in India to receive a BIS licence, and is fully compliant with the soon-to-be-implemented Quality Control Orders (QCOs), by the Government of India. Additionally, all its units are ISO 9001, 14001 and 45001 certified.

    The company has manufacturing units located in Dehradun and Rishikesh (Uttarakhand) as well as in the National Capital Region (NCR), of Noida. Mochiko employs nearly 10,000 individuals, across the length and breadth of its operations.

    The founding team of Agilitas Sports comprises Abhishek Ganguly, the former Managing Director of PUMA India and South East Asia, Atul Bajaj, the former executive director of sales and operations of PUMA India, and Amit Prabhu, former executive director and chief financial officer of PUMA India.

  • “Social media is a cornerstone of elevating brand visibility within digital advertising”: Digidarts’s Siddhartha Vanvani

    “Social media is a cornerstone of elevating brand visibility within digital advertising”: Digidarts’s Siddhartha Vanvani

    Mumbai: DigiDarts is one of India’s leading digital marketing agencies. Founded by Siddhartha Vanvani in 2014, with eight years of experience that connects with customers through innovation-led insightful growth strategies. As a Google Premier Partner & Meta Partner, they excel in boosting performance and enabling growth by offering holistic performance marketing solutions including Branding, Creative Storytelling, Organic & Content Marketing, Marketing Automation, Media Planning & Buying, etc.

    They have a client list including Meesho, DealShare, Boddess, Industry Buying, GlobalBees, Gromo, Birkenstock, ASICS, Bombay Shirt Company, Swiss Beauty, Toms, and many more.

    Indiantelevision.com caught up with Vanvani, to know more about the ever evolving digital marketing landscape.

    Edited excerpts

    On strategies Digidarts employ to stay up-to-date

    We actively engage in meaningful dialogues with esteemed partners like Google, LinkedIn, Apple, Taboola, Snapchat, Hotstar, CRED, and Meta ads. Our approach involves active participation in webinars, seminars, workshops, and conferences that are exclusively tailored to the dynamic landscape of digital marketing. We stay informed and inspired by following distinguished digital marketing authorities, influencers, and thought leaders across various platforms including social media, blogs, and podcasts.

    Our commitment to growth is highlighted through our attendance at industry-centric networking events, both in the virtual realm and offline, creating valuable connections with peers, potential mentors, and collaborative allies. Furthermore, we uphold an ongoing practice of benchmarking against competitors across diverse verticals, ensuring we maintain a pulse on industry trends and remain proactive in our strategies.

    On Digidarts measuring the effectiveness and ROI of its digital marketing campaigns?

    Our approach is assessing effectiveness and ROI involves key strategies. Firstly, we prioritise SMART goal-setting as the foundation of our measurement efforts, encompassing objectives from website traffic to sales growth. Secondly, we employ robust tracking tools like Google Analytics, Google Tag Manager, CAPI (Conversion API) by Meta, and Facebook Pixel for meticulous user interaction analysis. In e-commerce, we utilise specialised tracking monitors for sales, order values, and conversions. A/B tests are done to refine strategies by comparing ad creatives and landing pages. We perform comparative analysis to benchmark campaign performance against industry standards, thus revealing the market position. To summarise, our comprehensive methodology includes SMART goals, advanced tracking, e-commerce metrics, A/B testing, and comparative analysis, capturing campaign effectiveness and ROI holistically.

    On the role social media plays in enhancing brand visibility in digital advertising

    Social media is a cornerstone of elevating brand visibility within digital advertising, which enables transforming the process into an authentic and relatable experience. It’s like a bustling marketplace where brands don’t just showcase products but also share their stories, values, and aspirations. This dynamic platform fosters a sense of connection and community, bridging the gap between brands and their audience. Through engaging content, real-time interactions, and even behind-the-scenes glimpses, social media paints a vivid picture of the brand’s personality.

    Moreover, the power of sharing can’t be underestimated. When users resonate with content, they willingly share it, creating a ripple effect that extends the brand’s reach beyond initial expectations. This peer-to-peer endorsement enhances credibility and trust, nurturing a loyal following.

    On data privacy regulation impacting personalised digital marketing practices

    Data privacy regulations in India have ushered in a new era of consideration and respect for individuals in personalised digital marketing endeavours. These regulations, such as the Personal Data Protection Bill, 2022, recognize the importance of safeguarding personal information and empowering users with control over their data. This shift has prompted marketers to adopt more transparent and ethical practices.

    While these regulations impose stricter requirements on data collection and usage, they encourage a more meaningful approach. Marketers now need to forge genuine connections with consumers, seeking explicit consent and providing clear explanations about data utilisation. This human-centric shift necessitates a departure from invasive tactics towards value-driven engagement.

  • Asics teams up with Joshna Chinappa to inspire young athletes

    Asics teams up with Joshna Chinappa to inspire young athletes

    Mumbai: Sports equipment company Asics has announced Indian squash player Joshna Chinappa as its new brand athlete. This partnership would further strengthen the company’s commitment, spread awareness about the diverse offerings and magnify the reach of the brand, it said.

    “Our beliefs and efforts have always focused on empowering youth in India and making a positive change. We at Asics also believe that as the leading sports brand in India it is important to encourage girls to take up sport,” said Asics India and South Asia MD Rajat Khurana. “Over the last couple of years, Joshna and many other Indian women have emerged as torchbearers with their outstanding performances. Asics is very keen to support India’s youth and to build a stronger sporting spirit and ambition in them.”

    Currently ranked as number 10 worldwide, Chinappa is a two-time Asian Championship gold medalist. In 2014, she was the first Indian to win a gold medal in doubles at the Commonwealth Game. Chinappa has inscribed her name at the British US Open and national championships.

    “Asics has an incredible track record for helping athletes across sports and enabling them to reach the peak of their sport. With them, I hope to take my performances to the next level on the field, and also help create change off it,” said Chinappa on the association. “Our aim together is to improve participation of Indian youth in sports and women empowerment and I am confident of creating the change with Asics.”

    Asics has been working with young and fresh athletic talents across various genres of sports including Indian athletes Manika Batra, Bajrang Punia, Ravindra Jadeja, Sakshi Malik, along with international athletes like Novak Djokovic

  • ASICS India launches new campaign to kickstart upcoming sports season

    ASICS India launches new campaign to kickstart upcoming sports season

    MUMBAI: As the world’s most-awaited quadrennial sporting event commences on 23 July, Japanese multinational sports equipment brand, ASICS launched its ‘Celebration of Sport’ campaign.

    Featuring youth icons and ASICS brand athletes who are representing India at the Tokyo Olympics – Manika Batra, Bajrang Punia, Ravindra Jadeja, Sakshi Malik, Karman Kaur Thandi, Rohan Bopanna, T. Gopi and Bhuvneshwar Kumar, apart from actor Tiger Shroff, the campaign attempts to build on the brand’s belief of achieving ‘Sound Mind In A Sound Body’. 

    Designed to defy convention and inspire today’s youth to choose well-being above anything else, Celebration of Sport is a series of three short films and highlights athletes celebrating the power of sports in the brand’s newly launched collection. Timed with the Tokyo Games and the upcoming sports season, the brand also wishes to highlight its commitment to nurturing the world’s youth through sports in order to contribute to society.

    ASICS India and South Asia managing director Rajat Khurana said, “ASICS has been a proud partner in the success journey of several athletes. Each athlete has specific requirements and we work towards it to ensure that our association helps them reach newer heights and fame. While sports and games vary, the core spirit for us remains the same. Our brand films have been developed to create a positive impact of movement not just on the body, but also on the mind. It also highlights the overall well-being of winning at all costs spirit. We are happy to see many athletes from the ASICS family bringing glory to the nation on different stages around the world.”

    Titled under the campaign, the sports brand also unveils its Autumn Winter’ 21 collection that encompasses more than five different sports, celebrating the power of all sports to uplift the mind. 

  • Asics signs Ravindra Jadeja as face of the brand

    Asics signs Ravindra Jadeja as face of the brand

    NEW DELHI: Japanese sports wear brand Asics India has signed Ravindra Jadeja as its new brand ambassador.

    With Asics’ brand philosophy of enabling ‘A Sound Mind in a Sound Body’, this partnership lends itself naturally to propagate a healthier lifestyle in order to connect with the technologically and momentum driven consumers, the company said.

    Asics India & South Asia MD Rajat Khurana said, “We are elated to announce our association with the stellar Ravindra Jadeja from the Indian cricket fraternity with Asics India. We deeply admire and respect the consistency and commitment with which he has played on the field, demonstrating the core spirit and essence of any tough sport – determination and versatility. Ravindra’s limitless energy & inspiring potential weave seamlessly with our brand ethos to encourage people to experience the transformative power of sport, not just on the body but on the mind.”

    Through this partnership, the brand hopes to support and encourage people to experience the transformative power sports has to change one’s life in a positive and immensely meaningful way, added Khurana.

    “Asics has an incredible track record for helping athletes across sports and enabling them to reach the peak of their sport,” said Jadeja. “I deeply cohere with their vision and philosophy and hope that together we are able to drive a more relevant and meaningful change in the minds and lives of young athletes. Our aim is to improve participation of Indian youth in sports and I am confident of catalysing a positive change in this direction with Asics.”

    Asics India’s partnership with Jadeja would further strengthen the company’s commitment, spread awareness about the diverse offerings and magnify the reach of the brand during the ongoing IPL season, it added.

  • ASICS limited-edition GEL-NIMBUSTM 22, TATA Mumbai Marathon 2020 official Race Day T-Shirt unveiled

    ASICS limited-edition GEL-NIMBUSTM 22, TATA Mumbai Marathon 2020 official Race Day T-Shirt unveiled

    MUMBAI: Japan-based sportswear company ASICS and India’s leading sports promoter Procam International today unveiled the limited-edition GEL-NIMBUS™ 22 along with the official ‘Race Day T-Shirt‘ for the 17th edition of Asia’s most prestigious TATA Mumbai Marathon (TMM) 2020. ASICS Brand Athlete Rohan Bopanna and Influencer Nikita Dutta did the unveiling at the ASICS store, in Mumbai.

    Celebrating the completion of its decade-long association with TATA Mumbai Marathon, ASICS launched the GEL-NIMBUS™ 22, a limited-edition long-distance running shoe at the event. Dedicated to the spirit of Mumbai, the name of the city is emblazoned on the shoes for an exclusive design patent with superior technology and enhanced fit, making it a true collector’s item!

    The ASICS ‘Race Day T-Shirt’ is also a mark of accomplishment for every individual participating in the TATA Mumbai Marathon and will be a part of the Race Day Kit along with the bib. All Full Marathon participants will receive the exclusive Race Day T-shirt. The association with TMM is an extension of ASICS’ philosophy to produce innovative sports products solutions and technologies to help athletes and fitness enthusiasts achieve their goals.

    “From the moment runners sign up for the Marathon, we are their partners through their training program and till they cross the finish line. We mark our decade long association with the Tata Mumbai Marathon by launching our first ever-limited edition shoe especially designed to celebrate the city that is always on the move- Mumbai! It is truly a significant milestone for the brand and we will continue to give our consumers a manufacturing innovation every year,” said ASICS India managing director Rajat Khurana.

    Procam International managing director Anil Singh who was also present at the event added, “Tata Mumbai Marathon is globally viewed as an iconic Event. It invokes a sense of Pride in each and every one of us, furthermore the event is Mumbai's biggest showcase to the World.  ASICS commitment to excellence is well known, but what makes them truly special is the Respect and Partnership they bring to their Sponsorships. It is with this sentiment at heart, that ASICS has designed the limited-edition shoe line especially dedicated to all Mumbaikars runners who are the 'true owners' of this iconic property.  A must have collector’s item!

    Speaking about the event, Rohan Bopanna said, “TATA Mumbai Marathon is the most significant marathon in India and it has always motivated me in many ways to enhance my running skills. ASICS has been instrumental in my journey and has provided me with the right kind of gear for training and practice sessions. I wish the participants the best and hope ASICS gets them moving, as it did for me.”

    Commenting on the association, actress Nikita Dutta said, “I have always loved the brand ASICS for its high-performance sports gear. Being a proud Mumbaikar growing up in the city, I’m quite excited to unveil the first ever limited-edition shoe and Race Day t-shirt for the Tata Mumbai Marathon. I’m participating in the marathon too and looking forward to enhance my performance with the exclusive GEL NIMBUS 22.’’

    The GEL-NIMBUS 22 will be available from 5 December at all ASICS retail and online stores. The TATA Mumbai Marathon will be hosted on 19 January 2020 and begins from opposite the historic Chhatrapati Shivaji Terminus Mumbai. Runners will pass many iconic locations such as Flora Fountain, Marine Drive, Chowpatty, Haji Ali, Mahim Church, and the Bandra–Worli Sea Link.

  • ASICS announces the launch of their campaign ‘Ten People, Ten Colors’

    ASICS announces the launch of their campaign ‘Ten People, Ten Colors’

    MUMBAI: A runner’s journey starts even before he sets out on the run; be it an early morning runner or a late-night runner, each runner has a different story to narrate. With each passing day they slowly and steadily set new benchmarks for themselves.

    To support a runner’s journey, ASICS has launched the ‘Ten People, Ten Colors’ collection, a vibrant range which encases the gears in ten different colors to celebrate the feeling of empowerment and determination to push their limits.

    Based on a Japanese proverb, ‘what may work for one person might be different for the other, but the same difference is what makes us all unique’, the brands latest campaign brings to life the spirit of what running means to each person. For one, what starts as a leisure stress buster may turn into an ambition to complete a marathon, for other; it may be their sole fitness goal. This campaign is about real people with real stories and how ASICS’ with it state-of-the-art technology helps them keep going beyond the targets they initially set out to‘Win The Long Run’.

    The ‘Ten People,Ten colors’ series of colors includes the brand's five running shoes, including GEL- KAYANO 26, GEL-NIMBUS 21, GT-2000 7, GEL-CUMULUS 21 METARIDE and GEL – KAYANO 26 KAI. Each shoe from the collection has been handpicked to suit the core messaging of the larger theme of the campaign which stands for the versatility of every runner.

    “ASICS has always been inspired by stories of real runners and has been motivated to improve technology to suit every consumer. The new campaign encapsulates a wide range of colors depicting the spectrum of light through the day to showcase the versatility that matches the personality and goals each runner has to ‘Win The Long Run.’ said, Rajat Khurana, Managing Director, ASICS India.

  • ASICS India collaborates with Ambient OOH to amplify #PaceToGlory

    ASICS India collaborates with Ambient OOH to amplify #PaceToGlory

    MUMBAI: Japanese high-performance sports brand, ASICS in collaboration with Ambient OOH hosted a range of engagement activities to further amplify the #PaceToGlory campaign. The #PaceToGlory campaign is a combination of the brand’s commitment in making India fit and their core value of delivering high-performance sportswear. The objective of the campaign is to inspire people of all ages and abilities to move more and enjoy the physical and mental benefits of exercise.

    Keeping in mind the spirit of the ICC Cricket World Cup there couldn’t be a better time to leverage this activation in Delhi and Mumbai. Additionally, cricket being a very important segment for ASICS globally, they have titled Jasprit Bumrah and Bhuvneshwar Kumar as its brand ambassadors in India as their attributes like pace, rhythm and perfect timing resonates highly with the brand.

    The #PaceToGlory on ground activation encouraged participants to wear the ASICS shoes available at the kiosk and run on a spot that had motion calibrated to the screen. On running faster, the avatar of Jasprit Bumrah and Bhuvneshwar Kumar was unveiled. Those unveiling the image in the least amount of time won vouchers from ASICS.

    As part of the second engagement activity named Pace to Store, participants had to slip on the ASICS shoes and put on the complete cricket gear. Post which they had to run towards the store in the least amount of time and on completion their time was displayed on the leaderboard. To increase the excitement, participants could share their warm wishes and messages to the India Cricket team through the Wishing Wall available at the venue.

    The idea of bringing together a whole lot of engagement, a pinch of challenge and a complete product experience generated the necessary attraction for the brand. The two-week long activation is an extension of the brand’s marketing philosophy, focused on the 70-year philosophy of ‘making people move’. The activation executed at malls across Delhi and Mumbai garnered 1500+ engagements and 2.5 lakh impressions.

    Speaking on the campaign, Ambient OOH EVP Deepak Kumar said, “The enthusiasm around the World Cup fever has been steep, while our Cricketers were sporting ASICS gears on field, so spotting an ASICS activation on ground naturally takes the excitement up a notch. Additionally, ASICS and Ambient offered audiences an opportunity to experience the comfort and grip that our sportsmen have been raving about. Pace to Glory is a one of a kind, purpose led initiative and we feel privileged to be a part of the same.”

  • ASICS launches online marketplace in India

    ASICS launches online marketplace in India

    MUMBAI: Fitness brand ASICS has announced the launch of its e-commerce website for the Indian market. The newly launched website is a one-stop destination for all ASICS products across its categories and has been specifically introduced to meet the growing demand in the country with a focus on catering to the fast-paced lifestyle of millennials.

    A company statement shares that the e-commerce site is a step to make the brand more accessible to consumers in tier II and III markets, strengthening its reach in the country by extending a safe avenue to access authentic brand offerings. The new e-commerce portal is designed to make ordering, deliveries and payments easier and faster for all ASICS consumers.

    ASICS India MD Rajat Khurana said, “With the launch of the website, we are looking to rapidly expand our consumer base and delight users across new and upcoming markets. The launch of the website allows us to be a step closer to our consumer so that we can directly and constantly communicate with them.”

    ASICS brand ambassador Bhuvaneshwar Kumar said, “It is very important for an athlete to have the right kind of fitness gear for an effective training and ASICS not only provides the necessary support but has also devised path-breaking technologies which can impact one’s performance greatly. Considering the fast-paced lives in today’s world, it’s of great convenience to everyone to be able to shop the best – quality and authentic ASICS products online. The launch of the retail website makes it easier for fitness enthusiasts to shop for good sportswear at their ease.”

    The new ASICS website will host all the latest collections and favourites from the brand portfolio, including many global top sellers, like GEL Kayano, Hyper GEL, GEL KENUN, GEL Nimbus among other popular styles.

    In the future, the website will have an ASICS One ID integrated on the website, which will enable consumers to buy apparels and shoes from all three brands; ASICS, Onitsuka Tiger, and ASICSTIGER all in one cart.

  • Wrogn Virat brand in Jabong portfolio

    MUMBAI: India’s leading online fashion portal Jabong has announced the addition of Virat Kohli’s breakaway fashion brand Wrogn to its product portfolio. The men’s fashionwear brand will be available in 450 variants.

    Virat has been the highest run scorer for India for six years straight and was the fastest in the world to reach 25 centuries in ODIs. Jabong is known to have introduced a multitude of fashion and sports brands in India in the past such as TOPSHOP, TOPMAN, Dorothy Perkins, Missguided, Next, ASICS, ALCIS, Hummel, DC and New Era Caps to name a few.

    Wrogn’s launch will be supported by digital and social media campaigns including Virat’s selfie video announcing the brand’s launch on YouTube, Facebook, Twitter & Instagram. A separate Shop-In-Shop promotion will highlight the WROGN’s latest campaign images, videos, main categories & brand description on Jabong’s website & mobile app as well as the Jabong’s digital fashion blog. The top two highest spenders on the day of launch will be invited for a Meet & Greet with Virat Kohli while the remaining five highest spenders will receive merchandise signed by the Indian cricket captain.

    Jabong chief business officer Rahul Taneja said, “We are pretty stoked to launch Wrogn on Jabong, which comes from a similar philosophy of being comfortable in your own skin, and therefore, is a great fit for Jabong’s core shoppers. Virat Kohli is a true Indian icon, especially amongst the youth and is a great example of rising above the ordinary by just being himself.”
    Jabong chief merchandising officer Kalyan Kumar Gunasekaran added, “Wrogn collection exudes candid and comfort fashion and allows one to carry their own style effortlessly. Each brand uniquely differentiates itself in its language, Wrogn for us is just the right click.”

    Universal Sportsbiz CEO & owner of Wrogn Anjana Reddy said, “Wrogn is one of the fastest growing men’s youth fashion brand in India, and we are excited to partner with Jabong and launch our latest SS’17 Collection.”

    Universal, under its brand ‘Collectabillia’, is every sporting enthusiast’s dream. Promoted by Reddy – a national level badminton player – and backed by the Accel Partners, of the Angry Birds and Facebook fame, Collectabillia aims to bridge the gap between celebrities and their ardent fans.